It’s probably the question we ask or are most asked when we meet someone new. Face to face it is easy to explain – or it should be. But somehow condensing that down onto a website seems to create difficulties for some companies and organisations. Instead of a simple explanation their web copy reads like War and Peace.
The issue is instead of making the complex simple, some websites feel the need to make the simple complex. This comes in all manner of shapes and sizes. It often involves web copy using three words where one will do. Is the copywriter paid per word? Or/and using phrases like holistic solutions, multi-user functionality and innovative process technology. These mean nothing and will not set you apart from your competitors.
Business jargon is notorious. Meetings are full of people talking about growing the business instead of building the business. Or how about value added? In what way? Explain how you add value. Then there is the pain point. If I trod on your toe that would cause pain but in business its simply something that is causing a problem at that moment in time. The pain will pass but the jargon will get stuck if you don’t do something about it.
I often find myself challenging businesses when I run presentation and media training courses about this sort of jargon. The comeback is they will be talking to a business audience who will know what they are trying to say. Does that mean B2B has its own special language – a sort of secret squirrel way of talking that excludes anyone outside of that circle?
But B2B still involves human beings. There is nothing worse than going to a meeting and finding yourself unable to understand the conversation. Actually that is wrong. There is something worse. It is when you admit you don’t understand a word or phrase and the rest of the team look at you as though you are stupid. That is no way to treat people.
Translate that attitude to your website and it can be incredibly off putting. Also using all the same words and phrases as everyone else doesn’t distinguish you from the crowd. You just become part of it. So whatever business or organisation you are in, please think about how you explain what you do, who you are and how you can help. Make yourself different and you will make a difference.